The cult of Erewhon now comes complete with holy water.
The luxury grocery chain mecca, long favored by influencers, celebs, nepo babies, and health acolytes, has released its limited-edition ‘Sacred Water,’ a $12, elitist on-ice experience.
Sacred Water, billed as a clarified tonic, is a blessed blend of grape juice, coconut milk, coconut water, jasmine tea, basil, anise, cardamom, and raw honey.
The drink is served in a 12 oz cup, making it a staggering $1 per oz, or unslaking $0.50 per sip.
The water was created in collaboration with the hair-care manufacturer Jolie Skin Co.
In an Instagram post celebrating the release, Jolie shared that the nectar was inspired by the ancient understanding of water as “a symbol of renewal, ritual, and transformation” and that they wanted ingredients to feel “historic and revered.”
While the price may be off-putting, there is a membership workaround that gets guests “free” Sacred Water.
For the aspirational, an annual base-level “Select” Erewhon membership is relatively reasonable at $100 and includes tonic bar perks such as free Sacred Water.
As with most things sold at Erewhon, influencers are all over it, and the drink is eliciting both reverie and rage.
“Wow,” exclaimed Lydia Grace, an LA-based chef on Instagram. She described the drink as “floral coconut water” and called out the green cardamom for elevating the flavor profile.
“Ok, obsessed, $12 water, make it my new routine,” raved influencer Annie Sharp in another social video.
Among other influencers who tried — and loved — the Kool-Aid is flight attendant and fitness coach Troy Manandic.
“I totally get why they call this Sacred Water,” he said in an Instagram post that reads like a sponsored religious conversion, “This flavor is like nothing I’ve ever had; it’s super light and so hydrating. I never thought water could taste this good.”
Despite some rave reviews, many commenters were less convinced.
“What a scammmmm,” one wrote.
“They are bulls—ting all the richies to spend their money on nothing special,” added another.
“Not worth it, but yet again, everything in that store isn’t worth it,” quipped someone else.
The nectar of the 1 percent is available now through the end of September at all Erewhon locations in Los Angeles, so get the good while you can, folks.
Erewhon, which started in the 1960s as a niche health food store and has since grown into a cultural phenomenon, is no stranger to price controversy.
In 2024, the store caught heat for the price of ice as the luxury market was peddling a bag of eight large, Penny Pound Ice “ballz” for a staggering $32.
Erewhon has also been ridiculed for its $20 strawberries and $11 bone-broth hot chocolate.
Of late, Erewhon also partnered with Simplehuman, the premium home brand best known for its sleek, high-tech trash cans and sensor makeup mirrors, to launch a limited-edition beverage called, wait for it, Liquid Steel.
Also, $12, the Liquid Steel smoothie is inspired by the stainless steel used in the brand’s iconic trash cans and kitchen accessories.
It blends coconut water, watermelon, and lime with electrolytes, creatine, collagen, magnesium, and potassium — a combo designed to support hydration, recovery, and daily performance.
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